Hotel SEO is one of the most serious elements of any hotel's online marketing strategy. A competent online marketing agency employs strategic search marketing tools and formulas to put the hotel website on the first page of the organic or paid listings in prominent search engines like Google, Yahoo, MSN or Bing according to the preferred keyword and phrases. Search engine optimization can also help with branding the hotel and increase its online presence and exposure.
However, it should be noted that SEO is a technical job that requires a professional and systematic approach and planning. It is important to carefully examine the search engine behavior of internet users and potential customers. In the planning phase, time should be invested in researching appropriate keywords oriented on brand, product, location and context. An efficient SEO manager will also determine ROI potential of each keyword or phrases, evaluate the volume of each keyword as well the level of competition for those select keywords. Although, focus of preliminary research should also be on fragmented keyword searches, misspellings and alternate keywords which could have been used by potential customers.
SEO strategy should ideally be bespoke and customized for the property and its restaurants or amenities, and should cover components such as metatags, keyword density, site navigation, menu links, Google places optimization, search engine submission, 301 redirects among many others. It is helpful to think globally while devising SEO strategies because clients are expected to have access to the hotel website from any corner of the world. A profitable position or ranking on popular search engines can exponentially increase the footfall, and consequentially the revenue of any hotel.
SMO is another strategy which can help a hotel brand solidify its online presence via customer engagement. Online social media can offer a wide range of creative promotional solutions through the imaginative use of platforms such as Facebook, Twitter, Instagram, Foursquare, blogs and much more. Social media is used by over billion internet users, which makes it a great source for traffic as well as a must for every hotel online marketing plan. It should be taken into consideration that social media marketing is more than just one size fits all. Adequate time should be taken to understand the goals and objectives and then a customized hotel social media optimization strategic plan should be devised.
SMO can also play an important role in turning around the search engine ranking for a hotel business. Effective hotel SMO is vital for community management, communicating with customers and connecting online consumers with the brand which can result in landing more visitors and bookings. Keeping this in mind, social media should be incorporated in online marketing strategy of any hotel website. A fine tuned and cutting-edge SMO tactic can radically draw potential customers to a hotel's website from every corner of the globe and bring significant return on investment for any hospitality or tourism business.